Helping low-income families discover, access and enjoy healthy foods

Kellogg enhancements to WIC app awarded first American Heart Association Foodscape InnovationTM Award

Helping Low-income Families Access and Enjoy Healthy Food

Many of our best ideas come from our employees, which is why Kellogg North America holds its annual Tiger Tank competition. Employees submit game-changing business ideas and winners receive initial funding of up to USD$150,000, plus time away from regular work responsibilities to prove the viability of their ideas.

One of these successful Tiger Tank ideas – the WICShopper® mobile app update – is making a difference in how low-income families access and enjoy nutritious foods. It’s also one of the many ways Kellogg is delivering on its Kellogg’s® Better Days commitment to create Better Days for 3 billion people by the end of 2030. Contributing to this ambitious goal are our efforts to provide wellbeing education to inform people’s food choices.

The U.S. Special Supplemental Nutrition Program for Women, Infants and Children (WIC) provides those at-risk with free healthy foods, nutrition education and health care referrals. To qualify, families must have an annual income of at least 185% below the federal poverty level. Yet, many food benefits go unused.

The American Heart Association launched the Foodscape Innovation Awards as a way to highlight the value of voluntary change by the food industry in support of public health. To learn more, visit